heineken
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HeinekenHeineken
Paul HarlemanMKTG 6000Professor KohlerMay 8th, 2011
Heineken Holding N.V. heads the Heineken group
One of the world’s leading consumer and corporate brands for over 145 years
Located in the Netherlands
Shares are listed on the Euronext in Amsterdam
Brand portfolio contains more than 200 international premium beers and ciders
125 breweries in more than 70 different countries
I.Background
II. Market Positioning 192.3 million in sales (hectoliters) +21% change from 2009
EUR 1.6 billion in revenue +9.7% change from 2009
West-ern Eu-
rope24%
Central &
East-ern Eu-
rope26%
The Amer-
icas25%
Africa13%
Asia & Pacific13%
Global Sales Volume (mln hectoliters)
Anheuser Busch In Bev
(AIB)- Bel-gium19%
SAB Miller (UK)13%
Heineken11%
Carlsberg- Denmark7%
Others50%
The “Big-Four” brewers hold 50% of the global market share Heineken is the third largest brewer Leading beer brand in Europe, Amstel brand is 2nd in the mid-priced segment (largest market segment)
Global Competitors
Industry Dynamics
Sales volume decreased with -/- 1.5% in The Americas and -/-3.1% in Western Europe (Maturing markets ?) Sales volumes in emerging markets are increasing
Global Strategy
Premium segment leadership by acquiring strong brands Economies of scale that create distribution networks for
both the local beers and Heineken.
1. Acquisition of leading “local” premium beers
2. Penetration of emerging market
3. Access to local distribution networks
Heineken “2010 Full Year Results”, London, (16 Februari 2011)
III. Portfolio Performance
Heineken brand outperforms the overall portfolio Strong growth opportunities in emerging markets
VI. Brand Equity
Heineken has a strong brand equity
Taste
Premiumness
TraditionWinning Spirit
Friendship
Brand Values
Beer industry characterized by strong brand preferences & loyalties
Developed a distinct image and reputation as leading premium beer.
V. Holistic Marketing Strategy
Heineken has build a holistic marketing strategy around the themes:
1. Interaction – Customized and personalized products/merchandise
2. Exposure – Social corporate responsibility projects
3. Engagement – Heineken the City brand experience store (Amsterdam)
4. Relationships – Sports/entertainment sponsorships
Interaction
Integration of technology and social media.
E-Commerce website: www.jouwheineken.nl (your heineken)
Heineken branded products and merchandise that can be customized and personalized by the customer.
Exposure
Sector leader in SAM/Dow Jones Sustainability Index (2008)
Endorsed United Nations CEO Water Mandate (2009)
Included in the FTSE4 Good Index
Participates in The United Nations Global Compact Initiative
Engagement
Heineken “The City” is a state-of-art promotional store where visitors can interact and engage with non-branded products and services within the travel, entertainment, fashion and retail markets.
Relationships
Sponsor of the “Champions League” (soccer) which is the biggest sport tournament in Europe
Sponsor of several music events, and owner of the Heineken Music Hall in Amsterdam.
V. Conclusion The Heineken premium brand remains the
strongest within its portfolio of over 200 local beers and ciders.
The brand remains competitive by acquiring local leading premium beers and by the penetrating developing markets.
Heineken. “2010 Annual Report”. Retrieved from www.heinekeninternational.comThe Economist. “The Global Beer Industry: Sell Foam Like Soap”. May 5th 2011. Retrieved fromhttp://www.economist.com/node/18651308 CISCO. ‘Heineken Extends Brand Equity with First “Experience Store”. 2009.
References
“Refreshes the points other beers cannot reach””
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